Launching new product

1. 1
REPORT ON LAUNCHING OF NEW PRODUCT
“NATURESIP”
Submitted To: Mam Arooj Fatima
Submitted By:
Class: BBA 5th
Session: 2016-20
NatureSip
“The taste you desire”
Muhammad Yasir Bilal
Department Of Business Administration
Course:MarketingManagement
UNIVERSITYOF SAHIWAL

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Contents of Marketing Plan
Part 1: Deduction
Part 2: Acknowledgement
Part 3: Executive summary
Part 4: Introduction
a) Vision statement
b) Mission statement
c) Company
d) Product
Part 5: Analysis
a) Current market situation
b) Objectives
c) SWOT analysis
d) Market survey
e) Marketing strategy
f) Basis of segmentation
g) Targeting
h) Market mix
Part 6: Implementation and control
a) Budgeting
b) Action program
Part 7: Annexes
a) Customer feedback survey

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RespectedMam,
I am pleased to submit my report on the launching of new juice“NatureSip” to you. I have
tried my best to come up to your mark by providing unique ideas and elegant presentation. I am
thankful to you for giving me an opportunity to survey, analyze and enhance myknowledge.

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Acknowledgement
A work is never a work of an individual. I owe a sense of gratitude to the intelligence and co-
operation of those people who had been so easy to let me understand what I needed from time to
time for completion of this exclusive project.
I want to express my special gratitude towards Mam Arooj Fatima lecturer, Marketing
Management, for giving us such aunique project.
Last but not the least I would like to forward my gratitude to all the people who always endured
me and stood by me and without whom I could not have been envisaged the completion of my
project.

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Executive summary:
This report explains the marketing plan for launching a fresh juice named NatureSip. This
product has been made by ITMAAD GROUPS and is approved from the Ministry Of Health. In
the very beginning of the report I explained the vision and mission statement of the company and
I have further carried out. It will be introduced in the market with the help of various
promotional displays and advertisement and distribution of the samples to the general public.
This report examines that this product is initially launches in Sahiwal domestic market. The
study includes both primary and secondary research. The primary study focus on survey of the
competitors and the likings and disliking of people. Through this strategy company can penetrate
in the market and can attract bulk of customers.
For this purpose I have conducted SWOT analysis of the company to see company’s strengths,
weaknesses, opportunities and threats. Then I have explained the purposes, benefits, and
objectives of the product. Then I have made the marketing mix strategy of my product. I have
divided market into different segments and decide to target kids, youngsters, mature and old age
persons.
I have also paid special attention to the packaging, color, and price of the product, I have decide
to place my product in the Sahiwal market, especially canteens of schools, colleges, and
universities.
I will promote my product through electronic media, cable, and outdoor sources. I have also
conducted customer feedback survey to know the opinion of public about my product. So that I
can develop it accordingly.

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INTRODUCTION TO THE ITMAAD GROUPS
Company’s vision statement:
“Be the leader in customer value”
Company mission statement:
“To set world class standard in the juice industry through providing adverse range of high quality juice
products that are prepared. In accordance with the Islamic principles striving to satisfy consumers’ tasks
and needs and serving the society.”
THE ITMAAD GROUPS BUSINESS IN SAHIWAL
J Beverages will commemorate its business in Sahiwal from October 2019. The plant was built
on 2 land plots in the industrial area of the city. The plant is expected to match the requirements
of the product. We have installed state-of-the-art.
INTRODUCTION TO “NatureSip”
People began to die under the hot summer heat of our country. They need an energy drink to
refresh themselves. NatureSip is a fresh juice product. It saves energy and stays fresh when
people feel weak or tired of doing the job. Contains vitamins and proteins that are a useful source
of energy. Give vitamins freshness and proteins are the energy cells that feed the human body, so
that it works as far as possible. Students, staff and workers are tired because workers are tired
because of the workload and sunlight that makes them feel comfortable. They need enrgy syrup
that makes them reactivate so that they can perform better again and feel fresh.
Slogan:
“The taste you desire”

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Ingredients are:
 Mango, orange, apple and mixed
 Sugar
 Ascorbic acid
 Stabilizer
 Preservative
 Artificial flavor
 Beta carotene
Current MarketSituation:
NatureSip is a fresh juice product that is going to be introduced in the domestic market of Sahiwal. We
are focusing to all levels of generation. The kids, youth, old and over all families. The price of the
“NatureSip” moderate, because it is for everyone in the market.
Objectives
Following are some of the objectives of the company;
 To increase the 25% market share
 To increase the length of product line i.e. its five now, we should increase it to 6 or 7
soon.
 To increase profits
 To face strong competitors i.e. like Shezan and Nestle
SWOT Analysis:
 Strength
 Weakness
 Opportunity
 Threat

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Strength
 Updated technology plant
 Quality product
 Specialists available for specialized jobs and tasks
 Hire experienced staff
 Medical insurance of employees
 Pakistani made
 Targeted to low and middle class people
 Reasonable price
 Expiry date above 6 months
Weakness:
 New in juice industry
 Small distribution network
 Strong competitor
 No market share
 Limited experience of customer
Opportunity:
 Increase the distribution network
 Acquiring the newer technology and techniques
 Market is very big and attractive
 Takeover of the distribution
Threats:
 Political instability
 New entrance from the competitors
 So many competitors
 Retaining consumers
 Economic instability

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 Increase of general sales tax
 Development of plant
Our Competitors:
The “NatureSip” is currently facing a competitive environment. Because the competitors of
NatureSip are:
 Shezan
 Country
 Nestle
Product review:
The “NatureSip” is available in 250ml size and available in different flavours like:
 Mango
 Orange
 Apple
 Pineapple
 Mix fruit Com
Competitive review:
NatureSip Competitor:
NatureSip's competitors are more than 5. Nestlé and Shezan are the market leaders now and others are far
from it. Nestle and Shezan have loyal customers over the years because they are very old and customers
are aware of their advantages and disadvantages. The first purpose of the company is to compete with
competitors who have a large market share.

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The main competitors are:

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SHEZAN
Product:
All Pure Juice is product by Shezan International Ltd.
Qualities:
 High quality availability
 Large range of flavors
 Standardized and attractive packing
 Large promotion and market coverage
 Available in various weights packing
Price:
Minimum price of juice is Rs. 15
Place:
Shezan has 35% share in Pakistan.
Promotion:
They promote their product through
 Electronic media
 Print media

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 FM radio
 Sales promotion
NESTLE
Product:
Nestle Fruita is a product by Nestle International.
Qualities:
 Large promotions and market coverage
 Large range of flavors
 High availability
Price:
Minimum price of Nestle juice is Rs. 20
Promotion:
They promote their product through
 Electronic media
 Print media
 Sale promotions

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Marketing Strategy:
The marketing strategy is based on positioning of the product in the mind of consumers.
 Providing high quality juice to the customers
 We will distribute our product on mass level to that we can maximize the profitability
Positioning strategies:
We want to put a picture of our products in the minds of consumers as a comparison with the competitor's
product. We want to target high school students, colleges, graduates and a government sector that must
work hard and need to "NatureSip" is an instant.
MarketSegmentation:
NatureSip will have market segmentation on two bases:
 Geographical segmentation
 Demographic segmentation
Geographical segmentation:
The NatureSip geographic target area is Sahiwal. Supplying product to all areas of Sahiwal, and have
further divided the city into five zones
 Zone A: Farid Town
 Zone B : Fateh Sher
 Zone c: Dubai Garden
 Zone C: Hafiz Garden
 Zone D: Shudab Town

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Demographic segmentation:
Demographic segmentation is done on the basis of:
 Age
 Gender
 Income occupation
 Education
 Lifestyles
 Social classes
 Family size

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Market Targeting:
Step involve in it are:
1) Evaluate market segments:
The segments have been selected need to be evaluated properly. For this three points are considered that
are:
 Segment size and growth: It needs to consider the geographic and demographic segments
company has selected for introducing juice, the size of the segment where the juice is going to be
launched and its growth.
 Segment structural attractiveness: It involves power of the buyers of the juice, suppliers of
the juice and its availability in the segment
 Company’s objectives and resources: Targeting should be done in a way so that the
company can achieve its targets with the resources it have
2) Selecting segments: the segments selectedby the company for juice are:
 Undifferentiated
 Niche (concentrated)
Targeting:
Company will target following customers:
 Kids
 Youth
 Mature
 Youngsters
Marketing mix:
 Product
 Price
 Promotion
 Place

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Product strategy:
 Develop the long term relationship with the customers
 Give values to the customers to delighting them
 Do whatever it takes not to satisfy the customers but retain our customers
In order to accomplish this objective the company has established sales, marketing and support terms.
Product variety:
Our product would be available in following flavors:
 Mango
 Apple
 Orange
 Banana
 Mix fruit
 Grapes
Brand name:
The name which we have chosen for our product is “NatureSip”
Quality:
High quality assurance would be our first priority. This would be ensured by:
 Implementing high quality standards
 Total quality management
 Acquisition of the high quality raw material
Design
“NatureSip” is sweet. Refreshing juice with an eye catching Tetra pack.
Features:
Here are some features of our product:

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 Fresh original fruit juice
 Provides proteins and minerals
 Provides vitamins
 Beneficial for kidneys
 Excellent in taste
 Give freshness
 Tetra pack protection packing
Packaging:
Product units are packed in 6-layerad Tetra Pack Brick
Pricing strategy:
Our pricing strategies for the product are the total cost, which includes customs services and
other expenses. Pricing strategies usually change when the product passes through its life cycle.
The price should be set at a moderate level in order to attract a large number of buyers and get a
large share of the market.
Amount in Pak Rupees:
The total per unit price for 250 ml packs that we will offer as follow:
 The cost of fruits Rs.3
 Electricity Rs.2
 Factory overhead Rs.3
 Miscellaneous Rs.2
 Retailer margin Rs.2
 Profit Rs.3
 Total price Rs.15
Accordance with our strategy, we decided to offer product to customers at Rs.15 price. The price
is highly compatible and the supply is not enough to attract a large proportion of the market in a
very fast time.

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Market development strategy Diversifications Strategy
According to this grid we are introducing new product in current market so we follow Product
Development Strategy.
Communication strategies:
Promotions:
In fact, promotion is a first step when we launch a new product but ultimately make its strategies.
We want to put a good picture of the product in mind for customers, so that they buy our product
only
Criteria promotion:
a) Awareness
b) Knowledge
c) Liking
d) Preference
e) Purchasing
Main Source of Promotion:
I. Electronic media
II. II. Print media
III. Cable network
IV. Bill boards
V. Hoardings
CurrentProduct New Product
Current
Market
New
Market
Market penetrationstrategy Productdevelopmentstrategy

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Electronic media:
Benefits:
Here are the additional benefits that customers are given to give them value:
I. Give 5 rappers and get one free juice pack
II. Buy 10 packs of juice and get one pack for free
III. If you buy a small box of juice, you will be able to participate in the draw, and you can win after the
following prizes:
1. Samsung FM Guru
2. DVD system
3. Rs 5,000
Chanel Time Duration Total
Geo TV Prime time post
Prime time
1 MIN 12 15 000
AAJ TV Time
Time early day
1 MIN 12 15 000
Din TV Post time pre
Prime
1 MIN 12 15 000
Hum TV Early
Time prime
time
1 MIN 12 15 00
Total 20 90 000

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Places:
Distributors Review:
To ensure the availability of its product. Juice "NatureSip" has created an effective network of registered
distributors. The main purpose of this juice is Sahiwal. Final Consumers Buy NatureSip Juice from the
retailer. Distributor the most reliable distributors in the region. They enjoy an impeccable reputation along
with business relationships with many retailers even in rural areas of Sahiwal and near both sides. This
has ensured that NatureSip is available throughout Sahiwal.
MANUFACTURER
DISTRBUTOR
CUNSUMERS
RETAILER
WHOLESALER

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Controls:
This is the main and last element in marketing planning. Using this, we can check the standards of our
products by comparing them to our standards if there is any problem in the marketing plan and then it
should be corrected
Three main functions are performed under this element of planning that is:
1) Measuring
2) Connecting
3) Comparing
Measuring:
We can check our marketing condition through measuring in which different types of tasks may be
performed like:
Surveys:
Survey for the future:
In order to learn whether people would like to buy or use our product, we have decided to conduct a
market survey in future so that we can assure that people likes our product or not.
Comparing:
In controlling process we compare our product with our standards.
Connecting:
If any problem occurs then correcting process will take place in which we found that from where the
problem will arises.
A Marketing Organization:
NatureSip’s chief marketing officers, holds overall responsibility for all of the company’s marketing
activities. There are other subordinates with him to help the sales campaigns, trade and consumer sales
promotion, and public relation efforts.

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Action programs:
The NatureSip will be introduced in May. Following are summaries of the action program we will use
during this summer session to achieve our stated objectives.
Step 1:
We will start a sales promotion campaign worth 80,000 rupees to educate the traders and excite
the food for the product and provide a sample box of reviews of our selected products, opinion
leaders and celebrities as part of our public relations strategy.
Step 2:
We'll start integrating the print / display / TV campaign. The campaign will display the number
of features that NatureSip provides to the user to reactivate.
Step 3:
As the juice advertisement continues, we will add consumer sale promotion by including them to
our messages. We will also support or retailer to increase our sales
Step 4:
We plan to launch a new ad with new customer feedback through the questionnaire who have
used our drink to help promote our juice.

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CUSTOMER FEEDBACKSURVEY
NATURESIP JUICE
ITMAAD GROUPS
We hope you enjoyed the taste of Refresh! To help us better serve you, please complete this survey and
return it to us at your convenience. Thank You.
How many times you take juice daily?
a) 1 b) 2 c) More than 2 d) None
Which juice you prefer to have?
a) Loose b) Packed
At which brand you rely?
a) Nestle b) Shezan c) NatureSip
You like juice?
a) With sugar b) Without sugar
What matters you most?
a) Taste b) Quality c) Price
How many points will you give to these products out of 10 points?
a) Nestle _____ b) Shezan _____ c) NatureSip _____
Up to how much price can you pay for a 250ml juice
a) Rs. I5 b) Rs. 17 c) Rs. 18 d) Rs. 20

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Which flavor you like the most?
Answer:
Would you recommend our juice to your friends?
Answer:
Please rate the quality of our product
a) Excellent b) Good c) Average Any